Visual Literacy

Visual Literacy
Visual literacy is
the ability to
decode, interpret,
create, question,
challenge and
evaluate texts that
communicate with
visual images as
well as, or rather
than, words

Visual Literacy
Visual images
are never
innocent or
neutral reflections
of realitythey
represent for us:
that is, they offer
not a mirror of
the world but an
interpretation of
it (Midalia
1999).

Analysis of Visual
Techniques

In the School
Certificate you will
be expected to be
able to analyse the
visual techniques
used in a range of
texts such as:
Posters and
photographs
Advertisements
Pamphlets

Analysis of Visual
Techniques
The key word is
HOW! When you
see how you are
being asked to
refer to
techniques.
Describe the
visual feature
Name the visual
technique
Discuss the
meaning
conveyed.

Subjective Frame
Personal Response:
How do I respond to
this image?
1. What do you feel?
2. What does it
remind you of?
3. What is the
composer
conveying in this
image about the
subject and the
times?

Structural Frame
Techniques: How does the
image make meaning?
1. Framing or
Composition
2. Salience
3. Gaze
4. Vectors
5. Demand and Offer
6. Angles
7. Shot
8. Colour and lighting
9. Contrast
10.Symbolism and icons

Cultural Frame
Context: How would
this image have been
received, and how
does it reflect its
times?
1. Historical: When
and where?
2. Cultural:
3. Political
4. Social
5. Responders
context
6. Impact on
Meaning?

Critical Frame
Representation:
How could this
image be read?

1.Gaps and
silences
2.Manipulation
of image
3.Positioning of
responder

Composition
Layout
Mise-en-scene: What is placed
deliberately in the frame
Rule of thirds: Top third of
frame empowered.
Background:
- contextualised background is
one which provides a place,
time or setting for the viewers
- non-contextualised
background is one which can
be saturated colour and
provides less contextual
information for viewers

Framing: Shots
Close up shot: Head and
shoulders
Mid or medium shot:
Upper part of a persons
body
Long distance shot: Full
person showing long
distance or depth
Gods or Birds eye view:
From a great distance
looking down)
Two-point shot: Two
people in the frame with
minimal white space

Perspective:
Camera Angle
High angle:
Angled up - can
show dominance
Low angle:
Angled down can show
submission
Eye level
Canting: Tilted
left or right on the
axis

Body Language
Facial
expression
Gestures
Posture
Position of
body or
hands
Proximity to
others proxemics

Reading Paths
Salience: The
dominant image that
draws our attention
Vectors: The lines
that draw us towards
a particular image
Gaze - Demand: The
eyes of the image
demand out
attention
Gaze - Offer: The
person in the frame
could be looking
beyond the frame.

Text
Bold
Font
Size
Placement
Colour

Colour
Symbolism: red =
passion; blue = peace
and tranquillity; black
= death or fear
Monochromatic: Black
and white
Saturation: The colour
could be bleached out
open aperture of the
camera lens so too
much light floods in.
Chiaroscuro: Dramatic
use of light and dark
shadows.

Cartoons
Allusions: References to other texts
and well known images
Parody: An imitative work designed
to mock, comment on, or trivialise
an original work
Caricatures: a deliberate distortion
and unflattering emphasis on a
persons physical appearance
Icons/Symbolism: Well known
symbols
Analogy: Placing two unlike objects
together
Zoomorphism: Giving animals
human qualities
Visual Metaphors
Text:
- Hyperbole: Exaggeration
- Sarcasm and irony
- Tone

Questions
1. Explain the message of the cartoon?
(2 marks)
2. Describe the meaning of Gaddafis
body language? (1 mark)
3. How has the cartoonist commented
on Australias migration policy? (3
marks)

Questions
1. Explain how text has been used to
convey a message about saving water. (3
marks)
2. How has the advertiser used placement
and colour to reinforce this message? (2
marks)
3. How does the advertisement appeal to
you personally? (3 marks)

Questions

1.Why and how has

humour been used in
this advertisement?
(6 marks)

Questions
1. Explain the message of the image. (1
mark)
2. How has framing been used to convey
the message? (2marks)
3. Analyse how symbolism and colour have
been used to reinforce this message. (3
marks)

Questions
1. What is one idea about relationships
conveyed in text one? (1 mark)
2. How are visual features used to convey
this idea in the text? (2 marks)
3. How does the written text Welcome
contribute to your understanding of this
text? (2 marks)

Questions
1. How has parody been used in this image? (2
marks)
2. Identify three visual techniques that have
been used to convey how Snow White and
Prince Charming feel about the situation they
are in? (4 marks)
3. How do respond personally to this image? (2
marks)

Resources
Film Techniques:
http://users.aber.ac.uk/dgc/gramtv.html
Film Techniques:
http://www.psu.edu/dept/inart10_110/inart1
0/
http://portals.studentnet.edu.au/literacy/mini
sites/sceggsdarlinghurstrevised/vliteracy/mea
ning.htm